La percezione e le abitudini d’acquisto dei prodotti tecnologici tra i consumatori delle seconde generazioni

[Autom. eng. transl.] Technological products require substantial changes in the behavior of the people who use that particular product as they modify technological functions, designs and / or services connected to them. On the one hand, various researches have shown that a person's culture of belonging affects the adoption of technological products. On the other hand, technological products can also accelerate the emergence of a culture global uniform consumption through the introduction of new lifestyles and habits that derive from innovations technological and have an impact on people belonging to different cultures and traditions. Recent marketing literature has intensified studies on the consumption and purchasing behavior of people of foreign origin towards technological products. However, no research has yet been conducted that compares the behavior of first generation migrants with those of the second generation, and the latter with the behavior of their peers in the host country. This study seeks to provide an initial picture on the adoption of technological products among second generations residing in Italy in order to understand whether their consumption patterns are closer to those of their parents (and therefore, to the culture of origin) or to those the culture of the host country (Italy, in the case of our research), investigating in the second case whether there are forms of acculturation.